TORONTO — Computer security company McAfee, which is repositioning into a pure play consumer brand, has moved its global consumer PR business to Weber Shandwick.

Weber Shandwick will be responsible for creating and executing a global consumer communications strategy that reflects the brand’s focus on people, rather than devices, the company said.

Incumbent agency Hotwire continues to work with McAfee Enterprise, the business-focused unit McAfee sold to Symphony Technology Group for $4 billion earlier this year, a McAfee spokesperson said.

The account will be led out of Weber Shandwick’s Toronto office, served by an agency team spanning Europe, APAC, LatAm, the US and Canada. In announcing the partnership, McAfee said the agency will leverage its expertise in media relations, corporate reputation capabilities and data-driven intelligence to further the reach of McAfee’s new brand promise.

“We took a decisive step forward with our brand to place our focus on consumers, on people. It’s a bold move that’s been years in the making. To help us communicate this shift to consumers, we wanted a partner that was as bold at driving big changes,” said Judith Bitterli, McAfee’s senior VP of consumer marketing. “Weber Shandwick’s integrated global network matches our own, and with their deep experience in consumer brand marketing and communications, they are a natural partner to take on storytelling in this new direction, on this scale.”